Case Study: Creating new propositions for a communications provider


Business challenge

We helped a major telco company develop Total Communications and Ready Business propositions for multinational corporations (MNCs). Traditionally seen as a mobile provider, the organization wanted to move its brand towards a full service communications provider.



We carried out a review of the internal marketing strategy, talking both to the team responsible and wider business stakeholders.

Having understood what Total Communications meant internally, we qualitatively tested reaction amongst key customers. Would they be open to this new business offering?


Together with the client we selected themes to investigate further. We then went back to respondents from the quantitative phase and carried out additional qualitative interviews to explore these themes in more detail.




Clear direction on the best positioning of the proposition. Analysis showed brand consideration increased as a result of the launch. In turn, cross-selling of services improved with an increase in the average number of services taken per customer.